Question 1

Which of the following is true of a good marketing information system?

Accepted Answer

A)  It focuses solely on maximizing the amount of data generated irrespective of relevance. 
B)  It typically uses only external sources of data in marketing research. 
C)  It balances the information that a firm would like to have against what they really need. 
D)  It develops a way of offering information about future plans of action that might not be very feasible or cost-effective. 
E)  It eliminates the time-consuming task of assessing the information needs of a firm. 
A)  It focuses solely on maximizing the amount of data generated irrespective of relevance. 
B)  It typically uses only external sources of data in marketing research. 
C)  It balances the information that a firm would like to have against what they really need. 
D)  It develops a way of offering information about future plans of action that might not be very feasible or cost-effective. 
E)  It eliminates the time-consuming task of assessing the information needs of a firm.

Question 2

The response rate in mail surveys is often very low.

Accepted Answer

A) True 
 B)False

Question 3

When managers glean information from their company's accounting and sales records stored in the company computer system, they are using an internal database.

Accepted Answer

A) True 
 B)False

Question 4

________ data consist of information collected for the specific purpose at hand.

Accepted Answer

A)  Primary 
B)  Secondary 
C)  Derived 
D)  Archival 
E)  Historical 
A)  Primary 
B)  Secondary 
C)  Derived 
D)  Archival 
E)  Historical

Question 5

Which of the following is an advantage of primary data?

Accepted Answer

A)  They are less expensive to obtain than secondary data. 
B)  They can be obtained more quickly than secondary data. 
C)  They can be accessed from existing information. 
D)  They are more relevant than secondary data. 
E)  They are more reflective of past problems. 
A)  They are less expensive to obtain than secondary data. 
B)  They can be obtained more quickly than secondary data. 
C)  They can be accessed from existing information. 
D)  They are more relevant than secondary data. 
E)  They are more reflective of past problems.

Question 6

What is neuromarketing? How is neuromarketing used by marketers?

Accepted Answer

Neuromarketing involves measuring brain

Question 7

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases.

Accepted Answer

A)  external 
B)  secondary 
C)  historical 
D)  internal 
E)  dialog 
A)  external 
B)  secondary 
C)  historical 
D)  internal 
E)  dialog

Question 8

Causal research is used to ________.

Accepted Answer

A)  test hypotheses about cause-and-effect relationships 
B)  gather preliminary data to define problems and their underlying causes 
C)  collect information on the demographics of customers 
D)  collect information on the attitudes of consumers 
E)  generate hypotheses about the causes of a marketing problem 
A)  test hypotheses about cause-and-effect relationships 
B)  gather preliminary data to define problems and their underlying causes 
C)  collect information on the demographics of customers 
D)  collect information on the attitudes of consumers 
E)  generate hypotheses about the causes of a marketing problem

Question 9

A major advantage of a mail survey is that it ________.

Accepted Answer

A)  provides significant flexibility 
B)  offers strong sample control 
C)  generates high response rates 
D)  eliminates interviewer bias 
E)  can be completed quickly 
A)  provides significant flexibility 
B)  offers strong sample control 
C)  generates high response rates 
D)  eliminates interviewer bias 
E)  can be completed quickly

Question 10

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Accepted Answer

A)  Test marketing 
B)  Marketing research 
C)  Commercialization 
D)  Integrated marketing 
E)  Exclusive distribution 
A)  Test marketing 
B)  Marketing research 
C)  Commercialization 
D)  Integrated marketing 
E)  Exclusive distribution

Question 11

The wording and ordering of questions is not an important consideration in survey design.

Accepted Answer

A) True 
 B)False

Question 12

Sample size and location have little impact on costs for ________.

Accepted Answer

A)  focus group interviews 
B)  personal interviews 
C)  mail surveys 
D)  Internet-based surveys 
E)  telephone surveys 
A)  focus group interviews 
B)  personal interviews 
C)  mail surveys 
D)  Internet-based surveys 
E)  telephone surveys

Question 13

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the ________.

Accepted Answer

A)  mechanical device 
B)  personal interview 
C)  questionnaire 
D)  telephone interview 
E)  focus group 
A)  mechanical device 
B)  personal interview 
C)  questionnaire 
D)  telephone interview 
E)  focus group

Question 14

What is customer relationship management (CRM)? What are the functions of CRM? How do firms benefit from CRM systems?

Accepted Answer

Most companies are awash in information

Question 15

Annie Carson, the owner of Annie's Dairy Bar, is considering opening a second location. She evaluates several potential sites by assessing traffic patterns, neighborhood conditions, and the locations of competitors. Annie is engaging in ________.

Accepted Answer

A)  observational research 
B)  focus groups 
C)  personal interviews 
D)  Internet-based surveys 
E)  experimental research 
A)  observational research 
B)  focus groups 
C)  personal interviews 
D)  Internet-based surveys 
E)  experimental research

Question 16

Burger Town introduced a new hamburger and released it in two different cities at two different prices. Marketers of Burger Town then analyzed the sales records of their outlets at the two cities, determined the price that resulted in better profits, and used the information to set a nationwide price for their new offering. This is an example of ________.

Accepted Answer

A)  exploratory research 
B)  survey research 
C)  netnography research 
D)  experimental research 
E)  descriptive research 
A)  exploratory research 
B)  survey research 
C)  netnography research 
D)  experimental research 
E)  descriptive research

Question 17

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

Accepted Answer

A)  descriptive 
B)  exploratory 
C)  causal 
D)  corrective 
E)  experimental 
A)  descriptive 
B)  exploratory 
C)  causal 
D)  corrective 
E)  experimental

Question 18

Ethnographic research is ________.

Accepted Answer

A)  a standard analysis of publicly available information 
B)  conducted in settings where people live and work 
C)  an approach that provides only secondary data 
D)  most feasible when customers live in distant locations 
E)  used by marketers seeking quantitative data 
A)  a standard analysis of publicly available information 
B)  conducted in settings where people live and work 
C)  an approach that provides only secondary data 
D)  most feasible when customers live in distant locations 
E)  used by marketers seeking quantitative data

Question 19

The information collected for an internal database is typically complete and in the proper form.

Accepted Answer

A) True 
 B)False

Question 20

Each population member has a known chance of being included when a probability sampling procedure is used.

Accepted Answer

A) True 
 B)False

Which of the following is true of a good marketing information system?

The response rate in mail surveys is often very low.

When managers glean information from their company's accounting and sales records stored in the company computer system, they are using an internal database.

________ data consist of information collected for the specific purpose at hand.

Which of the following is an advantage of primary data?

What is neuromarketing? How is neuromarketing used by marketers?

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases.

Causal research is used to ________.

A major advantage of a mail survey is that it ________.

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

The wording and ordering of questions is not an important consideration in survey design.

Sample size and location have little impact on costs for ________.

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the ________.

What is customer relationship management (CRM)? What are the functions of CRM? How do firms benefit from CRM systems?

Annie Carson, the owner of Annie's Dairy Bar, is considering opening a second location. She evaluates several potential sites by assessing traffic patterns, neighborhood conditions, and the locations of competitors. Annie is engaging in ________.

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

Ethnographic research is ________.

The information collected for an internal database is typically complete and in the proper form.

Each population member has a known chance of being included when a probability sampling procedure is used.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 4: Managing Marketing Information to Gain Customer Insights

Which of the following is true of a good marketing information system?

The response rate in mail surveys is often very low.

When managers glean information from their company's accounting and sales records stored in the company computer system, they are using an internal database.

________ data consist of information collected for the specific purpose at hand.

Which of the following is an advantage of primary data?

What is neuromarketing? How is neuromarketing used by marketers?

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases.

Causal research is used to ________.

A major advantage of a mail survey is that it ________.

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

The wording and ordering of questions is not an important consideration in survey design.

Sample size and location have little impact on costs for ________.

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the ________.

What is customer relationship management (CRM)? What are the functions of CRM? How do firms benefit from CRM systems?

Annie Carson, the owner of Annie's Dairy Bar, is considering opening a second location. She evaluates several potential sites by assessing traffic patterns, neighborhood conditions, and the locations of competitors. Annie is engaging in ________.

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

Ethnographic research is ________.

The information collected for an internal database is typically complete and in the proper form.

Each population member has a known chance of being included when a probability sampling procedure is used.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters